Luxury car manufacturer Maserati has appointed Accenture Interactive as its “global experience agency”.
Maserati is a brand within the Fiat Chrysler stable but is considering options to spin off the brand as well as Alfa Romeo.
Accenture will be responsible for digital brand strategy, digital advertising, digital content production, campaign management and analytics services.
The remit includes enhancing “the end-to-end customer journey while maintaining the sophistication, elegance and style of the Maserati brand”.
This means helping the business become more customer focused in the way it operates and deals with consumers.
“High-quality brand experiences change the nature of our relationships in a positive way, and we want to engage with our customers across all channels, from media to after-sales, in more meaningful ways,” Maserati’s head of marketing Jacob Nyborg says.
“That’s why we selected Accenture Interactive; they have the capabilities to manage our customer touchpoints holistically so we can deliver great experiences that build consistent, seamless and authentic interactions with our discerning customers.”
Maserati will work with a team drawn from across Accenture Interactive, including data-driven marketing, digital delivery and creative services from Accenture’s UK-based creative agency Karmarama, which it bought in a similar move to the Australian acquisition of The Monkeys.
“The mandate from Maserati is clear: to use digital to help drive sales, and at the same time, build premium brand equity,” Accenture Interactive Europe and Latin America lead Anatoly Roytman says.
“We’re here to design a comprehensive marketing strategy designed to achieve both of these targets in a connected way, seeking the most creative and enduring customer experiences through the combination of data, content and innovative marketing technologies.”
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